Slovenia is considered one of very attractive natural (tourist) destinations; having over 12.5% of designated nature protected areas it is a country with the biggest biological diversity in the European Union. The territory consists of various diverse natural characteristics. More than half of Slovenia is covered with woods.

The effects of tourism, especially in terms of fastest growing industry, on natural and social environment are not always positive - rather they cause degradation and reduce the income of local inhabitants; still the trends in tourism tend towards the changes and more positive effects, therefore the sustainable development in future is number one priority. Guidelines of this type lead towards the conservation and protection of natural characteristics, their landscape and biological diversity. The purpose of our company’s operations is represented by the responsible and planned handling of natural and cultural heritage of the area.

Today’s forms of tourism, the so called soft or nature friendly tourism, is most widely spread ecotourism: ‘’Ecotourism means travelling to the natural areas or the form of tourism which protects the nature and stimulates the prosperity of local inhabitants (The International Ecotourism Society, TIES, 1991).  In essence it is a form of a responsible tourism in natural areas '' (»Slovenia info«, 2009).

It refers to minor groups travelling to natural areas with minimum disturbances of the environment. It brings benefits to the environment (natural and social – local inhabitants), preserves it, respects it and helps raise nature conservation awareness of the travellers. The traveller, eco-tourist visits also other places of interest in the area that are not necessarily re-creative or connected with some other form of active free time spending in nature bu are interlaced with cultural heritage and everything that the area has to offer (also additional infrastructure). In certain countries (Madagascar, Costa Rica, Ecuador etc.) the eco tourism represents the most important industry. Ecotourism applies to the sustainable tourist development, however, care and prudency are needed in marketing since quite often it is used for the so called ‘green brainwashing’ when they build a hotel in a beautiful unspoilt nature and then promote it as a product concept, where people come in contact with the beautiful and delicate nature whereas in truth they are quite often unaccountable in their actions regarding the environment (Slovenia info, 2009)


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